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Session 4 Business Buying Behavior

Time required: 2 hours
Objectives & Requirements
  Be aware of
  •  how business markets are different from consumer markets
  •  why business demand is derived, largely inelastic, and more fluctuating.
  •  how to treat business buyers who are better trained and more professional.
Essential Concepts
  •  derived demand
  •  the model of business buyer behavior
  •  major influences on business buyers
  •  major types of buying situation
  •  eight stages of the business buying process
  •  buying center and roles
Text Chapter and Supplementary Materials
  Chapter 6,Kotler & Armstrong, Principles of Marketing 9th ed.
  References at the end of the chapter, and in the Course Syllabus
Exercises and Discussion
  Marketing Applications: Question 1 (a – e)
  Issues for Discussion:
  1. Why is relationship marketing more important to the B2B than to the B2C players?
  2. What’s the business model of Alibaba.com?
  3. How come Alibaba has succeeded in its e-hub?
Case Analysis:
  《西斯尔石膏板厂》(《当代营销学案例集》)

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